Intelligent Use Of Customer Data Port Augusta SA
Operators need to make more effective use of customer data if they want to make money out of the mobile ad revolution says Analysys,To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges
Network & Technology Solutions
(08) 8272 9844
(08) 8272 9844
7 Glen Osmond Rd
Eastwood, SA
Eastwood, SA
Blackwood ICT Training
(08) 8278 3146
(08) 8278 3146
126 Coromandel Pde
Craigburn Farm, SA
Craigburn Farm, SA
Intec Group
(08) 8359 2332
(08) 8359 2332
Level 1 / 1 Hutt St
Adelaide, SA
Adelaide, SA
Result Oriented Pty Ltd
0402 303 837
0402 303 837
24 Sturt Ave
Toorak Gardens, SA
Toorak Gardens, SA
End User Systems & Support
(08) 8337 6617
(08) 8337 6617
47 Wood Rd
Paradise, SA
Paradise, SA
Saosce
(08) 8233 5933
(08) 8233 5933
Level 24, Santos House, 91 King William St
Adelaide, SA
Adelaide, SA
Herenow Solutions
(08) 8172 0002
(08) 8172 0002
1 Markey St
Eastwood, SA
Eastwood, SA
ITS
(08) 8271 3388
(08) 8271 3388
25 Eaton St
Cumberland Park, SA
Cumberland Park, SA
Clifton & Associates
1800 629 088
1800 629 088
Level 9, 108 King William St
Adelaide, SA
Adelaide, SA
John Thomas & Associates
(08) 8377 1552
(08) 8377 1552
63 Braeside Ave
Seacombe Heights, SA
Seacombe Heights, SA
Intelligent Use Of Customer Data
Intelligent use of customer data is key if operators want to fully take advantage of the mobile advertising revolution, warned IT media and telecoms expert Analysys today at the 3GSM World Congress in Barcelona.
To sustain and be profitable from the new and emerging business models being created to support mobile advertising, players must harness the power that information about customers affords them.
These new business models include ad-funded operations such as Google and Yahoo, in addition to those fueled by mobile TV services, games and downloads, according to Analysys consultant Andrew Kloeden.
"If this information is used intelligently, mobile operators have an opportunity to gain significant new revenues from mobile advertisers, who may be willing to pay a premium for access to a well-segmented audience," said Kloeden.
To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges warns Kloeden.
The foundations of success lie in ensuring the technology is there to support marketing and data mining activities so that any advertising represents good value for advertisers.
It is also important for operators to take a greater sense of ownership and spearhead the creation of business models that don't bypass their networks, such as the recent deals struck by Yahoo directly with handset manufacturers like Nokia, Motorola and Research in Motion (RIM), added Kloeden.
Last, but not least, operators must work hard to overcome data protection and privacy concerns by offering content that is compelling enough for subscribers to opt in to the advertising cycle and allow the intelligent re-use of their information.
"Mobile operators have the potential to use customer information to gain revenues from mobile advertising beyond simple data carriage.
Provided a business model that does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant ARPU gains from mobile data services."
In an age where customer churn is on the up and margins are shrinking, the mobile industry is looking to revitalise what it can offer users. Embracing the mobile ad revolution could be just the tonic needed, according to Kloeden.
"If mobile operators can successfully influence the business models that eventually dominate the market and exploit their marketing, data mining and content aggregation capabilities, mobile advertising may represent an opportunity to extract significant new revenues from mobile data services," concludes Kloeden.
To sustain and be profitable from the new and emerging business models being created to support mobile advertising, players must harness the power that information about customers affords them.
These new business models include ad-funded operations such as Google and Yahoo, in addition to those fueled by mobile TV services, games and downloads, according to Analysys consultant Andrew Kloeden.
"If this information is used intelligently, mobile operators have an opportunity to gain significant new revenues from mobile advertisers, who may be willing to pay a premium for access to a well-segmented audience," said Kloeden.
To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges warns Kloeden.
The foundations of success lie in ensuring the technology is there to support marketing and data mining activities so that any advertising represents good value for advertisers.
It is also important for operators to take a greater sense of ownership and spearhead the creation of business models that don't bypass their networks, such as the recent deals struck by Yahoo directly with handset manufacturers like Nokia, Motorola and Research in Motion (RIM), added Kloeden.
Last, but not least, operators must work hard to overcome data protection and privacy concerns by offering content that is compelling enough for subscribers to opt in to the advertising cycle and allow the intelligent re-use of their information.
"Mobile operators have the potential to use customer information to gain revenues from mobile advertising beyond simple data carriage.
Provided a business model that does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant ARPU gains from mobile data services."
In an age where customer churn is on the up and margins are shrinking, the mobile industry is looking to revitalise what it can offer users. Embracing the mobile ad revolution could be just the tonic needed, according to Kloeden.
"If mobile operators can successfully influence the business models that eventually dominate the market and exploit their marketing, data mining and content aggregation capabilities, mobile advertising may represent an opportunity to extract significant new revenues from mobile data services," concludes Kloeden.
Author: Maggie Holland